Centralized or Decentralized? The Hybrid Social Media Approach
MCS12 Marketing, Content and Social Strategy
TUESDAY, 3:00 - 3:45 p.m.
New York University is home to more than 40,000 students, attending 18 schools and colleges in Manhattan and around the world. Though the NYU community is large, the individual schools and colleges are small—each with its own traditions, programs, and faculty. The Digital Communications Group and Office of Public Affairs have used NYU’s central social media accounts to celebrate the successes of each of its schools, and have encouraged interdepartmental and collaborative social media efforts over the past year and a half. Given the size of the NYU student and employee population, and the extended reach of the NYU global brand, clear guidelines for social media use are essential. In coming together online, through a Google group for social media administrators, and in person at monthly campus meetings to discuss industry news and strategy, NYU’s social media ambassadors participate in the creation and maintenance of data-driven University-wide social media guidelines, while retaining autonomy over the platforms they manage for individual schools and departments. The Digital Communications Group also offers training and workshops on topics suggested in feedback from the social media ambassadors. In addition to improving the quality of social media messaging to the NYU community, these collaborative initiatives also support efforts to streamline communication within and among University departments.
Social Media and Mobile Products Coordinator, New York University
Chris Barrows is Social Media and Mobile Product Coordinator at New York University and currently based in New York, NY. He has worked in higher education and social media since 2007. He has previously spent time building social media for Wilkes University and serving a community manager role at Likeable Media. In his current role, he serves as both a strategist (with a touch of content) for New York University’s social media presence. In addition, he is acts as social media trainer/consultant to the university as a whole. He also manages the university's Social Media Ambassadors group which brings together over 150+ social media administrators at the university. He holds a BS in Digital Media (Marywood University) and a MS in Instructional Technology (Wilkes University).